‘Open Your Eyes’ Campaign to Launch in California

Marketing photo of woman for "Open Your Eyes" campaign

The “Open Your Eyes” Awareness Initiative is kicking off in California by launching in the Greater Los Angeles/Orange County Region on Oct. 17 — International Credit Union Day (ICU Day)!

Why L.A. and Orange Counties?
Led by the Credit Union National Association (CUNA) — with assistance and input from the California Credit Union League and a steering committee of local credit union senior marketing executives — the “Open Your Eyes” campaign will engage consumers in the five-county area with targeted digital messaging aimed at dispelling myths and breaking barriers.

Not only is a substantial portion of campaign contributions coming from credit unions headquartered in the Greater Los Angeles/Orange County Region, the area is home to an immense variety of communities. It is a key intersection of digital media, consumer population, large events, and noteworthy venues.

The goal is to raise consumers’ consideration of credit unions. So far, credit unions in 13 states are participating, reducing the perception that consumers cannot join, putting credit unions at the forefront of their consideration, and creating opportunities to grow membership.

‘Open Your Eyes’ on Gas Station TV
Additionally, an “Open Your Eyes to a Credit Union” 15-second commercial will be aired in California and Nevada on nearly 1,000 Gas Station TV stations from Oct. 11 – 17 in celebration of International Credit Union Day.

The promotion will be seen by more than 2.1 million people.

2020 a Pivotal Year for Awareness
As credit unions look ahead to 2020, the Leagues will continue to build support so that “Open Your Eyes” can launch in other markets around the state.

In California, 43 credit unions have already contributed $2.8 million for the first year of the campaign. All funds will be strategically allocated into digital advertising channels within these contributors’ local footprint.

You can visit CUNA’s Awareness Initiative webpage to learn about the research behind the campaign, track early results, and read contributor testimonials. 2020 will be a pivotal year in the industry’s efforts to raise the awareness of more local California consumers about how credit unions are different.

The Leagues would like to thank all contributor credit unions for their support as the industry looks forward to opening consumers’ eyes across California in the coming months.


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